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Friday Factory #4: The story of Vodafone Australia, Generation O and reducing youth churn
 

Friday Factory #4: The story of Vodafone Australia, Generation O and reducing youth churn

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Vodafone Australia saw a mass exodus of subscribers as a result of poor service. What were the behavioral drivers that caused people to move away from Vodafone? What can we learn from this and what ...

Vodafone Australia saw a mass exodus of subscribers as a result of poor service. What were the behavioral drivers that caused people to move away from Vodafone? What can we learn from this and what steps is Vodafone Australia taking to fix the issue? Also what else could Vodafone Australia do to create positive influence? Find out in the first slidecast from mobileYouth Idea Factory.

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    Friday Factory #4: The story of Vodafone Australia, Generation O and reducing youth churn Friday Factory #4: The story of Vodafone Australia, Generation O and reducing youth churn Presentation Transcript

    • mobileYouth idea factory
      Vodafone Australia case study
    • issues for Vodafone Australia
      FLICKR: AIDAN
    • customer generated discontent
      VODAFAIL
    • unhappy customers will churn
      FLICKR: SHANNONMARY
    • a new driver of youth churn
      more powerful than price
    • Shibuya station, Tokyo, Japan
      FLICKR: MOBILEYOUTH
    • powerful social rules shape
      young people’s behavior
      and the way they use technology
      FLICKR: MOBILEYOUTH
    • Young people seek to
      optimizetools that
      help them socialize
      FLICKR: SAHRIZVI
    • the optimization process
      Me
      Identity
      Who are they?
    • the optimization process
      Me & my friends
      Influence
      What do they want?
      Identity
      Who are they?
    • the optimization process
      Me, my friends & the brand
      Innovation
      How do we give it to them?
      Influence
      What do they want?
      Identity
      Who are they?
    • O = Optimization
      generation O
      FLICKR: MISBEHAVE
    • optimizing governments
      FLICKR: COLIN DUNN, MAGED HELAI
    • social forces that shape behavior
      drive young people to
      purchase & protest
      FLICKR: MOBILEYOUTH
    • the optimization process
      Innovation
      How do we give it to them?
      Influence
      What do they want?
      Identity
      primary social drivers;
      the need to connect
      Who are they?
    • the optimization process
      Innovation
      How do we give it to them?
      Influence
      belonging & significance;
      relationships
      What do they want?
      Identity
      primary social drivers;
      the need to connect
      Who are they?
    • the optimization process
      Innovation
      social tools that enable
      influence & identity
      How do we give it to them?
      Influence
      belonging & significance;
      relationships
      What do they want?
      Identity
      primary social drivers;
      the need to connect
      Who are they?
    • churn happens when tools fail
      churn is a social problem
      FLICKR: AIDAN
    • Vodafone Australia Easter SMS outage
    • don‘t challenge people’s identity
      FLICKR: FLYZIPPER
    • negative tools create negative influence
      FLICKR: JASONLPARKS
    • influence does drive churn
      churn is a social process
      FLICKR: AIDAN
    • make sure tools work to provide
      positive influence
      FLICKR: SAILING
    • advertising does not fix the broken tool
      FLICKR: DEBAIRD
    • are you facilitating many-to-many conversations
      or you interrupting it?
      FLICKR: CHICAGOLAU
    • use tools to generate positive influence
      Innovation
      How do we give it to them?
      Influence
      What do they want?
      Identity
      Who are they?
    • fighting youth churn
      #1: Focus on your fans to influence others.
      #2: Facilitate the on-going dialogue between your customers.
      #3: Focus on providing the right tools that enable the social lives of young people.
      FLICKR: ASLEEPONASUNBEAM
    • sign up to access more
      case studies, concepts, strategy, data
      http://www.mobileyouthreport.com